1. State of the
Joomla Union
Rod Martin
Vice President
Open Source Matters
@imrodmartin

2. BEFORE WE GET STARTED…
video

3. video

4. • What is Joomla?
• Who is Joomla?
• How is Joomla Doing?
• How does Joomla
(the Project) Work?
• Where is Joomla Going?
• Life is a Highway…
It’s Awesome!

5. Joomla is
Open Source
Software

6. Open source software is
software whose source code is
available for modification or
enhancement by anyone.
http://opensource.com/resources/what-open-source

7. And that’s how we got our start.
Joomla was the result of a fork of
Mambo on August 17, 2005 and got
it’s “official” start on Sept. 1
Joomla won the Packt Publishing
Open Source Content Management
System Award
in 2006, 2007, and 2011.
http://en.wikipedia.org/wiki/Joomla

8. Joomla!
turned 10 on
September
1st!
http://magazine.joomla.org/issues/issue-august-2015/item/
2818-10-years-of-joomla-birthdays

9. Joomla! is
Volunteers

10. Joomla! is Volunteers
"Joomla has no Venture Capital firms
behind it. Joomla has no parent
company, no shareholders and no
investors behind it. Joomla has no
C.E.O., no dictator and no owner.
It has you.”
Steve Burge - OSTraining - 2010

13. A LOT of Contributors
https://www.openhub.net/p/joomla/contributors/summary

14. Joomla! Gets Together!

15. JOOMLA! GETS TOGETHER!

18. How is Joomla!
Doing?

20. Over
Downloads
https://status.sobi-pro.eu/jcount/

21. I want to contribute to something
larger than me that is enabling
people to make an impact on
lives locally and globally.
Sarah Watz

22. around
3% of the web
Around 5.5 MILLION websites

23. Over 511,000 lines of code & comments
https://www.openhub.net/p/joomla/analyses/latest/languages_summary

24. 60 languages in 3.x
http://community.joomla.org/translations/joomla-3-translations.html

25. Joomla By the Numbers
63,800,000 downloads of Joomla CMS
~ 673,300 forum members
~ 3,000,000 forum posts
7,422 extensions at extensons.joomla.org
~250 contributors to Joomla CMS
last 12 months
223 Local Joomla! User Groups (JUGs)

26. How Does
Joomla Work?

27. Organized and
Decentralized Teams
PLT
Code
OSM
Legal and Financial
CLT
People

28. Production
Leadership Team
• All things code
• Coordinating & merging contributions
• Bug Squad
• Quality Assurance
• Coordinating Releases
• Setting Deadlines
• Code Sprints
• Innovation
• CMS/Features
• Framework
PLT
Code

29. Community
Leadership Team
• Directories
• Extensions (JED)
• Resources
• User Groups
• Community Magazine
• Events
• Forums
• Translations
• Documentation
CLT
People

30. Open Source
Matters
• Legal
• Licensing
• Trademark
• Domains
• Contracts
• Financial
• Budgets, Taxes, Sponsors
• Certification
• Governance
OSM
Legal and Financial

31. Where is
Joomla! Going?

32. Joomla 3.4

33. One Version of Joomla!

34. demo.joomla.org
http://goo.gl/0SSzdF

35. Hosted Sites at joomla.com

36. Resources Directory

37. Volunteer Portal

38. The Roadmap
developer.joomla.org/cms/
roadmap.html

39. But, its also…

40. Historical Trends
http://w3techs.com/technologies/history_overview/content_management/all/y

41. Historical Trends
0
7.5
15
22.5
30
0
20
40
60
80
2010 2011 2012 2013 2014 2015
None WordPress Joomla Drupal

42. Market Share of CMS Sites
0
15
30
45
60
2010 2011 2012 2013 2014 2015
WordPress Joomla Drupal
http://w3techs.com/technologies/history_overview/content_management/ms/y

46. SWOT Analysis
• Joomla’s Strengths are outstanding. Out of
the box its one of the best CMS’s out there.
• Many of Joomla’s Weaknesses come from
its strengths taken to an extreme
• There is significant opportunity for Joomla
• There are threats - both internal and
external.

47. https://www.youtube.com/watch?v=fRY7vSarkio

48. KEY FINDINGS
Strengths
A. Massive distribution and positive brand awareness.
B. Large, “raging” user & dev community.
C. Relatively large 3rd party vendor ecosystem.
D. MVC, solid, flexible, fast, rapid development framework.
E. Distributed power base (no VC or major corporate influence)
means community has strong voice in the
direction of the project.
2014 SWOT Analysis
• Brand Awareness
• Community
• 3rd Party Vendors
• MVC framework
• Distributed Power Base

49. KEY FINDINGS
Weaknesses
A. Chaotic, dysfunctional organization and poor decision making
leads to inefficiencies, frustration, apathy and burn-out,
by even our best people.
B. Confusion as to exactly what Joomla! software does best
and who it best serves leads to broad, un-targeted
and watered down solutions and messaging.
C. Slow to innovate & adapt = loss of disruptive edge.
D. Lackluster recruiting efforts for new contributors.
E. Hasty changes from 1.5 —> 2.5 left many users stranded.
2014 SWOT Analysis
• Dysfunctional Organization
• Confusion about Joomla!
• Slow to Innovate
• Stranded Users (1.5->2.5)

50. KEY FINDINGS
Opportunities
A. Exploit Joomla’s current huge advantage of low operational cost by
offering more FREE, Open Source benefits to customers. Do things our
competitors can not afford to do, to DISRUPT again!
B. Promote Joomla! as the only community-powered (vs investor-powered),
free, open source CMS.
C. Recruit new developers via implementing our certification program,
and show how lucrative it can be, to develop with Joomla!
D. Recruit young talent early, via college & high school
outreach programs (like Apple, and others).
E. Depending upon which market J/OSM chooses, opportunity
to create Joomla.com SaaS solution, complete with distros.
2014 SWOT Analysis
• Exploit current advantages
• Promote as the only community-
powered free, open source CMS
• Recruit new developers
• Recruit young talent
• joomla.com

51. KEY FINDINGS
Threats
A. Well-funded competition on both ends of the spectrum,
stealing users: WordPress and SquareSpace in DIY website space,
Drupal and Sitecore in Corporate “Enterprise” space.
B. WordPress has had great success luring away many 3rd party vendors,
Joomla’s key strength, as vendors seek better opportunities.
C. Lack of our own strong message means our competition
is defining us, rather than us, taking control.
D. Competition’s excellent capacity to recruit, adapt,
innovate and produce results, based upon their
organizational clarity, paid staffing, product definition
and marketing message.
2014 SWOT Analysis
• Well-funded competition
• 3rd Party Vendors -> WP
• We’re defined by our competition
• Their ability to recruit, adapt, innovate
and produce results based on org.
clarity, paid staffing, product
definition and marketing message

52. SWOT Analysis
• Joomla’s Strengths are outstanding. Out of the
box its one of the best CMS’s out there.
• Many of Joomla’s Weaknesses come from its
strengths taken to an extreme
• There is significant opportunity for Joomla
• There are threats - both internal and external.

53. video

54. Organized and
Decentralized Teams
PLT
Code
OSM
Legal and Financial
CLT
People

55. Unified Leadership

56. Unified Leadership

57. 4Focus and Vision

58. Read this series…
and all the
comments
http://www.dionysopoulos.me/joomla-4-and-beyond-target-audience-and-a-unified-marketing-message.html

59. One of my greatest
concerns is how we treat
one another in the project
Volunteers

60. https://www.youtube.com/watch?v=4xTfphRMjPQ

61. “People are not binary.
Everyone has strengths and
weaknesses, positives and
negatives. Don’t judge people
until you’ve walked a kilometer
in their shoes.”
Guy Kawasaki - “Enchantment” p. 14

62. Volunteers need 3 things:
• Purpose (their why)
• Progress (their contribution)
• Appreciation (their thanks)

72. video

74. Joomla! in 2016
An organization poised to
grow with a renewed
focus and vision for the
future.

75. • What is Joomla?
• Who is Joomla?
• How is Joomla Doing?
• How does Joomla
(the Project) Work?
• Where is Joomla Going?
• Life is a Highway…
It’s Awesome!

76. State of the
Joomla Union
Rod Martin
Vice President
Open Source Matters
@imrodmartin

77. end with happy song?